Product Features and Functional Benefits
Customers derive functional benefits from features that are part the consumable product. For instance, a plasma television includes such features and benefits as:
|offers greater detail and allows for more distant viewing
viewing provides clear, more realistic picture
immerses all senses in the viewing experience
allows for greater comfort while viewing
These features are called functional because they result in a benefit the user directly associates with the consumable product. For marketers functional benefits are often the result of materials, design and production decisions. How the product is built can lead to benefits such as effectiveness, durability, speed, ease-of-use, and cost savings to name just few.